About the Journal
About the Journal
Editorial Board
Scientific Council
Reviewers
Ethical Code
Special Issue
Terms of the journal
GDRP - information on the processing of personal data
Indexing
Licenses & Access
Archive
For Authors
Publishing Policy
Technical instruction for the authors
Agreement CC BY-SA
Copyright statement
Review procedure
The procedure of reviewing
Reviewer's form
List of reviewers
Contact
About the Journal
About the Journal
Editorial Board
Scientific Council
Reviewers
Ethical Code
Special Issue
Terms of the journal
GDRP - information on the processing of personal data
Indexing
Licenses & Access
Personal brand - tool or culmination of professional development?
1
Lublin University of Technology
Submission date: 2023-11-29
Acceptance date: 2023-12-01
Publication date: 2023-12-18
JoMS 2023;54(Numer specjalny 5):147-162
KEYWORDS
personal brandprofessional developmentself-managementpersonal development managementprofessional development management
TOPICS
ABSTRACT
Objectives:
Personal branding, which is often considered a personal promotion tool, is such a capacious concept that the promotional aspect alone does not seem to capture the complexity of the practices that lead to a strong personal brand. Undoubtedly, a personal brand influences how an individual shapes his or her career. However, a personal brand is more than reputation or professional reputation management. It also seems to be far more than communicating competence to potential employers, colleagues, business partners or clients. This study examines the concept of personal brand from the perspective of professional development management.
Material and methods:
An appropriate review of the literature was conducted to identify the common ground of the above areas, and data obtained from a survey of self-narratives of individuals who have built strong personal brands in their specialties was analyzed. The interviews were conducted from January to March 2020.
Results:
These analyses showed that there are many common areas in the process of building a personal brand and managing professional development.
Conclusions:
This provides a basis for a more complete personal branding process, which may also prove to be more effective.
Personal branding, which is often considered a personal promotion tool, is such a capacious concept that the promotional aspect alone does not seem to capture the complexity of the practices that lead to a strong personal brand. Undoubtedly, a personal brand influences how an individual shapes his or her career. However, a personal brand is more than reputation or professional reputation management. It also seems to be far more than communicating competence to potential employers, colleagues, business partners or clients. This study examines the concept of personal brand from the perspective of professional development management.
Material and methods:
An appropriate review of the literature was conducted to identify the common ground of the above areas, and data obtained from a survey of self-narratives of individuals who have built strong personal brands in their specialties was analyzed. The interviews were conducted from January to March 2020.
Results:
These analyses showed that there are many common areas in the process of building a personal brand and managing professional development.
Conclusions:
This provides a basis for a more complete personal branding process, which may also prove to be more effective.
REFERENCES (46)
2.
Brewster, M. L., i Sklar, M. (2022). ‘Brand, community, lifestyle’: Fashioning an authentic, body positive influencer brand on Instagram. W Fashion, Style iamp, Popular Culture (T. 9, Numer 4: Merchandising Technologies, s. 501–521). Intellect. https://doi.org/10.1386/fspc_0....
3.
Butler, P., i Harris, P. (2009). Considerations on the evolution of political marketing theory. Marketing Theory, 9(2), 149–164. https://doi.org/10.1177/147059....
4.
Cocker, H. L., Banister, E. N., i Piacentini, M. G. (2015). Producing and consuming celebrity identity myths: Unpacking the classed identities of Cheryl Cole and Katie Price. Journal of Marketing Management, 31(5–6), 502–524. https://doi.org/10.1080/026725....
6.
Czarnecki, K. M. (2001). Podstawy psychologii pracy dla studentów wyższych szkół zawodowych. Oficyna Wydawnicza Impuls.
7.
Drucker, P. F. (2009). Zarządzanie w XXI wieku. Wyzwania (Opracowanie zbiorowe, tłum.). MT Biznes.
8.
Gander, M. (2014). Managing your personal brand. Perspectives: Policy and Practice in Higher Education, 18(3), 99–102. https://doi.org/10.1080/136031....
9.
Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing Theory, 16(1), 123–141. https://doi.org/10.1177/147059....
10.
González-Solar, L. (2018). Marca personal en entornos académicos. Anales de Documentación, 21(2), 1–15. https://doi.org/10.6018/anales....
11.
Gorbatov, S., Khapova, S. N., i Lysova, E. I. (2018). Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology, 9(2238). https://doi.org/10.3389/fpsyg.....
12.
Gorbatov, S., Oostrom, J. K., i Khapova, S. N. (2023). Work does not speak for itself: Examining the incremental validity of personal branding in predicting knowledge workers’ employability. European Journal of Work and Organizational Psychology, 1–14. https://doi.org/10.1080/135943....
13.
Górska, A., i Mazurek, G. (2021). The effect of the CEO media coverage on corporate brand equity: Evidence from Poland. Oeconomia Copernicana, 12(2), 499–523. https://doi.org/10.24136/oc.20....
14.
Grabmeier, S. (2020, lipiec 28). BANI versus VUCA: a new acronym to describe the world. https://stephangrabmeier.de. https://stephangrabmeier.de/ba....
15.
Gut, R., Piegowska, M., i Wójcik, B. (2008). Zarządzanie sobą. Książka o działaniu, myśleniu i odczuwaniu. Difin.
16.
Januszkiewicz, K. (2011). Współczesne perspektywy rozwoju zawodowego w naukach społecznych. Acta Universitatis Nicolai Copernici Ekonomia, 42(1), 169–182. https://doi.org/10.12775/AUNC_....
17.
Ki, C.-W. (Chloe), Cuevas, L. M., Chong, S. M., i Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jret....
18.
Kowalczyk, C. M., i Pounders, K. R. (2016). Transforming celebrities through social media: The role of authenticity and emotional attachment. Journal of Product i Brand Management, 25(4), 345–356. https://doi.org/10.1108/JPBM-0....
19.
Kucharska, W., i Mikołajczak, P. (2018). Personal branding of artists and art-designers: Necessity or desire? Journal of Product i Brand Management, 27(3), 249–261. https://doi.org/10.1108/JPBM-0....
20.
Kucharska, Wioleta. (2022). Personal branding in the knowledge economy: The interrelationship between corporate and employee brands (First published.). Routledge Taylor and Francis Group.
21.
Levesque, N., i Pons, F. (2020). The Human Brand: A systematic literature review and research agenda. Journal of Customer Behaviour, 19(2), 143–174. https://doi.org/10.1362/147539....
22.
Lunardo, R., Gergaud, O., i Livat, F. (2015). Celebrities as human brands: An investigation of the effects of personality and time on celebrities’ appeal. Journal of Marketing Management, 31(5–6), 685–712. https://doi.org/10.1080/026725....
23.
Malinowska-Parzydło, J. (2015). Jesteś marką. Jak odnieść sukces i pozostać sobą. Helion.
24.
Mieszajkina, E. (2018). Zarządzanie przedsiębiorcze w małych firmach. Wydawnictwo Politechniki Lubelskiej.
25.
Mills, S., Patterson, A., i Quinn, L. (2015). Fabricating celebrity brands via scandalous narrative: Crafting, capering and commodifying the comedian, Russell Brand. Journal of Marketing Management, 31(5–6), 599–615. https://doi.org/10.1080/026725....
26.
Mobilność zawodowa Polaków w 2023 roku. (2023). ARC Rynek i Opinia na zlecenie pracuj.pl. https://media.pracuj.pl/240043....
27.
Moulard, J. G., Garrity, C. P., i Rice, D. H. (2015). What Makes a Human Brand Authentic? Identifying the Antecedents of Celebrity Authenticity: ANTECEDENTS OF CELEBRITY AUTHENTICITY. Psychology i Marketing, 32(2), 173–186. https://doi.org/10.1002/mar.20....
28.
Muszyńska, W. (2021). Personal branding of managers in service companies. E-Mentor, 92(5), 53–60. https://doi.org/10.15219/em92.....
29.
Nanton, N., i Dicks, J. W. (2015). Purpose and power of the CEO brand. W M. Fetscherin (Red.), CEO Branding: Theory and Practice (s. 21–29). Routledge.
30.
Nowak, M. (2023). Zarządzanie marką osobistą autora literatury kryminalnej w mediach społecznościowych. Studium przypadku Remigiusza Mroza [Praca magisterska]. Uniwersytet Jagielloński w Krakowie.
31.
Otnes, C. C., i Maclaran, P. (2018). Royalty: Marketplace icons. Consumption Markets i Culture, 21(1), 65–75. https://doi.org/10.1080/102538....
32.
Parmentier, M.-A., i Fischer, E. (2012). How athletes build their brands. International Journal of Sport Management and Marketing, 11(1/2), 106. https://doi.org/10.1504/IJSMM.....
33.
Pawłowska, A. (2017). Zatrudnialność pracobiorcy w elastycznym zarządzaniu ludźmi. Polskie Wydawnictwo Ekonomiczne.
35.
Peters, T. (1997). The brand called You. Fast Company, August/September. https://www.fastcompany.com/28....
36.
Philbrick, J. L., i Cleveland, A. D. (2015). Personal Branding: Building Your Pathway to Professional Success. Medical Reference Services Quarterly, 34(2), 181–189. https://doi.org/10.1080/027638....
37.
Rampersad, H. K. (2010). Ty—Marka inna niż wszystkie (M. Witkowska, tłum.). Helion.
38.
Scheidt, S., Gelhard, C., Henseler, J. (2020). Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding. Frontiers in Psychology, 11(1809), 1–18. https://doi.org/10.3389/fpsyg.....
39.
Shyle, I. (2022). Personal Branding of Professors in Social Media: A Choice or a Necessity in Our days? W J. Kaswengi i A. Ingarao (Red.), Springer Proceedings in Business and Economics (WOS:000787145900010, s. 207–220). SPRINGER INTERNATIONAL PUBLISHING AG. https://doi.org/10.1007/978-3-....
40.
Thomson, M. (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities. Journal of Marketing, 70(3), 104–119. https://doi.org/10.1509/jmkg.7....
41.
Walczak-Skałecka, A. (2022). Koncepcja marki osobistej w świetle wybranych teorii tożsamości narracyjnej [Rozprawa doktorska, Uniwersytet Marii Curie – Skłodowskiej]. http://bc.umcs.pl/dlibra/publi....
42.
Walczak-Skałecka, A. (2023). Marka osobista jako przejaw aktywności przedsiębiorczej. w: E. Mieszajkina i M. Sobka (red.), Aktywność przedsiębiorcza w perspektywie indywidualnej i organizacyjnej. Wydawnictwo Politechniki Lubelskiej.
43.
Wiatrowski, Z. (2009). Dorastanie, dorosłość i starość człowieka w kontekście działalności i kariery zawodowej. Wydawnictwo Naukowe Instytutu Technologii Eksploatacji – Państwowego Instytutu Badawczego.
44.
Wiśniewska, S. (2015). Zatrudnialność – pojęcie, wymiary, determinanty. Kwartalnik Ekonomistów i Menedżerów, 35(1), 11–24. https://doi.org/10.5604/01.300....
45.
Wojtaszczyk, K., i Maszewski, F. (2014). Różnorodność metod zarządzania marką osobistą. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 1(349), 454–462. https://doi.org/10.15611/pn.20....
Share
RELATED ARTICLE
| eISSN: | 2391-789X |
| ISSN: | 1734-2031 |
We process personal data collected when visiting the website. The function of obtaining information about users and their behavior is carried out by voluntarily entered information in forms and saving cookies in end devices. Data, including cookies, are used to provide services, improve the user experience and to analyze the traffic in accordance with the Privacy policy. Data are also collected and processed by Google Analytics tool (more).
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
You can change cookies settings in your browser. Restricted use of cookies in the browser configuration may affect some functionalities of the website.
